基于价格歧视的第三方物流企业运输服务定价优化

发布时间：2018-03-25 10:20

本文选题：第三方物流　切入点：运输定价策略　出处：《上海交通大学》2014年硕士论文

【摘要】：近年来随着现代物流产业在中国的迅速发展,国内的第三方物流企业数量呈现几何级增长的态势,然而另一方面,金融危机给世界经济带来的冲击使得各行业对物流服务的需求不增反跌。在这种背景下,物流企业的运输资源富余情况越发严重,运输成本的提高与不断萎缩的市场需求困扰着众多物流企业,大批物流企业在残酷的价格战中入不敷出,濒临倒闭,也影响了物流行业的健康发展。运输企业应当改变传统的按成本来定价的思路,实行价格歧视的定价策略,通过分析客户的需求数据,界定协议客户与自由客户,对其设定不同的价格,并提供差别化的服务策略,以期使运输企业的收益达到最优。物流企业的客户市场细分是实施价格歧视策略的前提,可以采用层次分析法分析物流企业客户的需求特点和对运输企业收益的贡献度,并根据符合行业情况的细分标准来对客户进行细分,并进一步划定协议客户与自由客户两类客户群。通过对典型的运输服务定价方法的弊端进行分析,进一步深入分析了影响定价的各种因素后,本研究建议物流企业在定价时不能只考虑成本因素,还要考虑客户的需求、客户对企业的评价以及同行企业间的竞争情况。本文提出将不完全信息状态下的价格博弈模型一贝叶斯伯川德价格模型作为基本模型,并通过引入物流企业评价因子对模型做了进一步改进,使该定价模型更具有实用性。再者,本文还创造性地提出针对自由客户的定价模型。该模型引入市场平均服务价格这一变量,并在此基础上再导入价格调整变量,结合已知的需求弹性系数列出收益方程,通过对方程中价格调整变量求导即得到该变量的取值公式,并最终得到服务定价。上述两种动态博弈定价模型都以运输收益最大化为目标。最后,通过企业案例实际验证了模型的有效性和实用性。因此,本研究提出的定价模型可以为第三方物流企业在激烈竞争的市场环境下的运输服务价格确定提供理论依据。
[Abstract]:In recent years, with the rapid development of modern logistics industry in China, the number of third party logistics enterprises in China presents a geometric growth trend, but on the other hand, The impact of the financial crisis on the world economy has led to a decline in the demand for logistics services in various industries. In this context, the surplus of transportation resources of logistics enterprises is becoming more and more serious. The increase of transportation cost and the ever-shrinking market demand haunt many logistics enterprises. A large number of logistics enterprises are on the verge of closing down in the cruel price war. It also affects the healthy development of logistics industry. Transportation enterprises should change the traditional way of pricing by cost, carry out pricing strategy of price discrimination, analyze customer demand data, define agreement customer and free customer. It sets different prices and provides differential service strategies in order to optimize the profit of transportation enterprises. The customer market segmentation of logistics enterprises is the premise of implementing price discrimination strategy. Analytic hierarchy process (AHP) can be used to analyze the demand characteristics of logistics enterprise customers and their contribution to transportation enterprises' income, and to subdivide customers according to the subdivision standards in accordance with the industry conditions. Through the analysis of the disadvantages of the typical pricing methods of transportation services, after further analyzing the various factors that affect pricing, This study suggests that logistics enterprises should not only consider the cost factor, but also consider the customer's demand when pricing. This paper puts forward the price game model-Bayes Bertrand price model under incomplete information as the basic model. The model is further improved by introducing logistics enterprise evaluation factor to make the pricing model more practical. This paper also creatively puts forward a pricing model for free customers, which introduces the market average service price as a variable, and then introduces the price adjustment variable, and sets out the return equation combining with the known demand elasticity coefficient. Through the derivation of the price adjustment variable in the equation, the value formula of the variable is obtained, and finally the service pricing is obtained. Both of the above two dynamic game pricing models aim at maximizing the transport revenue. Finally, The effectiveness and practicability of the model are verified by a case study. Therefore, the proposed pricing model can provide a theoretical basis for the pricing of transportation services in the competitive market environment of third-party logistics enterprises.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F259.23

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